In its fourth season, the show witnessed its highest opening ever.

The show, whose three earlier seasons opened with TVRs of 2.86
(2006), 3.09 (2007) and 2.05 (2009), has opened with 5.5 TVR in the
current season. Consequently, the channel too has inched further ahead
towards second-in-command, Colors (265 GRPs according to TAM data,
C&S 4+, HSM) with 215 GRPs in its pocket.

According
to Ajit Thakur, business head, Sony, the primary reasons that helped
drive up the show's opening ratings were the overall mix of the
participants; the jury -- comprising Bollywood actress and dance diva,
Madhuri Dixit, as well as Remo D'souza and Malaika Arora Khan; and the
look and feel of the content.

"This time, the show is being done on a much larger scale in terms of
content and look, which has helped in getting the viewers hooked. Also,
the innovation that we did with the grand premiere on Sunday to
introduce the participants really helped in attracting such numbers," he
says.

Pertinent to note here is that the grand premiere of the show on
December 12, Sunday at 9 PM grabbed 4.1 TVR over two hours and 41
minutes; while the episodes on Monday and Tuesday (December 13 and 14)
averaged at 5.4 TVR. Also, according to TAM, the three primetime
episodes together contributed 52 GRPs to the overall channel grade.

Though
not willing to divulge further details, Thakur also notes that the
performance of the show has aroused advertiser interest; "while the
sponsors' reactions have been good too."

Top media executives believe that while the show has surely witnessed
a good opening; the challenge for Jhalak Dikhhla Jaa will be to
maintain the momentum.

Shubha George, chief operating officer (South Asia), MEC, says, "The
show was very heavily promoted during Kaun Banega Crorepati (KBC) too,
which helped it earn such opening ratings. However, the format of the
show is not new; neither does it hold a star power that matches up to
Amitabh Bachchan. Therefore, the opening was an effect of the heavy
promotions. The show can only sustain its numbers and grow if it
witnesses good quality delivered by the contestants."

According to Mona Jain, VivaKi Exchange, chief operating officer, the
show needs to do well, so as to maintain and increase Sony's GRPs,
because the channel is driven more by reality than fiction.

"Reality helps in getting traction and it also makes a good platform
to promote a channel's fiction properties. Jhalak, if it does well
consistently, is also an effective buy for an advertiser, because it has
a different audience set which adds on to the already existing KBC
audience, thereby increasing the overall base," says Jain.

According to market sources, while the ad rates for Jhalak were
approximately Rs 75,000 -78,000 per 10 seconds during the pre-launch
phase; currently, the show is being sold at approximately Rs 1.25 lakh
per 10 seconds.

Overall, while Jhalak did help Sony to increase its GRPs, some of its
other fiction properties have also performed well for the week ended
December 18.

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